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Pay Per Click (PPC) Management

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Online Presence Analysis

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75% increase in CTR and overall improved ROI


(This case study was originally published on http://ads.bingads.microsoft.com/)

Tripcentral.ca is an online travel agency with 25 retail stores in Ontario, Nova Scotia and New Brunswick.  The company was founded in 1989.  It has grown into one of the largest travel companies in Ontario and employs more than 200 people.They offering all-inclusive vacations, airfare, hotel stays, cruises and European vacation packages, and tours.

The Challenge

Competing with other online travel agencies, tripcentral.ca knew it was crucial for its business to maintain a strong online presence. In addition to marketing tactics like in-store, radio and social media, tripcentral.ca integrated Bing Ads into its overall marketing strategy to see if it would help reach new customers and get more leads, and ultimately increase transactions and conversions.

The Strategy

Tripcentral.ca started using Bing Ads in 2013 as a way to turn clicks into conversions, increase online bookings and improve its ROI even further. Tripcentral.ca found success using Bing Ads features like Rich Ads in Search (RAIS) in its search marketing efforts. The company also implemented Location Extensions, Call Extensions and Enhanced Sitelinks to power more conversions.


75% Increase in CTR and Overall Improved ROI

Tripcentral.ca has seen strong results since using Bing Ads, with increases in conversion rates by 133 percent, clicks by 101 percent, and a boost in click-through rate by 75 percent. Tripcentral.ca attributes some of this success to Bing offering a more relevant audience, unique features and access to data. This allows the company to optimize its search terms better and know which impressions generate clicks. “You’ll pay less, and the ads will be more prominent,” says Bin Tang, director of SEM at tripcentral.ca, about the Bing Network and implementing Bing Ads. “With higher revenue and ROI, it should be a main goal for all SMBs to use Bing Ads.”

Read the full story on Microsoft.com

Download the full case study

Key Takeaways

It is crucial for businesses to maintain a strong online presence.  Paid search helps businesses to connect with its target market at the right time, right place and right price.
Paid search is a critical component of a successful digital marketing strategy for reaching new customers, getting more leads, and ultimately increasing transactions and conversions.

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